Disaronno grows in UK on-trade
According to CGA by NIQ data, Disaronno International UK is the only top 20 spirits supplier in growth in the UK on-trade.
Disaronno International UK, the UK subsidiary of Italian spirits company Illva Saronno, first launched in 2021.
According to CGA by NIQ’s On Premise Measurement (OPM) data tool, the company’s volumes in the UK on-trade grew by 0.2% in the 12 months to 22 March 2025.
In contrast, total spirits volume declined by 8.9%.
By value, the company has grown by 5.1%, which it claims is the fastest value performance for moving annual total (MAT) in the top 20 UK spirits suppliers.
Total spirits value in the UK on-trade is down by 3.4%, according to the data.
The Disaronno brand is up by 1.3% MAT and by 9.0% year-to-date (YTD) in the UK on-trade.
Disaronno said its eponymous Italian liqueur, coffee liqueur Tia Maria and limoncello Isolabella were the leading brands driving growth for the company.
Tia Maria’s MAT is down by 5.3% in the UK on-trade. However, the brand partnered with singer Sophie Ellis-Bextor earlier this year in a campaign to position it as the perfect coffee liqueur for an Espresso Martini.
Isolabella Limoncello, meanwhile, is said to be the fastest-growing limoncello brand in the UK on-trade. The limoncello category has increased by 47.5% in the UK on-trade in the past year and is said to be worth £7.4 million (US$10m).
Disaronno has gained listings for Isolabella at more than 1,200 Mitchells & Butlers venues in the UK and will also host pop-up bars over the summer to further boost engagement.
Peter Dries, regional trade marketing director – northwest Europe at Disaronno International, said: “Our success stems from continuous investment in the UK’s on-trade, developing bespoke serves with top bars, and providing essential training and assets to boost their sales and profits.
“Furthermore, we’ve significantly expanded our ambassador and sales team in recent years, ensuring our on-trade partners receive unparalleled support.
“The latest CGA by NIQ results confirm what we’ve always known: Disaronno International’s portfolio of brands is powering growth back into the spirits category, which is only made possible through investment in both our products and our on-trade partners.”
Since its inception, Disaronno International UK has introduced Disaronno Velvet to the UK market, as well as Engine Gin and The Busker Irish Whiskey.
This year, Disaronno is celebrating its 500th anniversary. For the milestone, it created an anniversary cocktail with Rome-based bar Drink Kong and will also take over outdoor terraces in key UK cities this summer.
Scott Douglas, on-trade sales director at Disaronno International UK, added: “These results are a strong reflection of our growth in the on-trade across the portfolio.
“By listening to our customers and working with bar teams across the country, we’ve been able to turn insight into action and drive meaningful growth across multiple categories.”
Disaronno is the world’s sixth biggest-selling liqueur brand, according to data from the Brand Champions 2025 report. The Italian liqueur moved 1.4m nine-litre cases last year.
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